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2 SECTION A SCOPE This standard applies to all advertising and marketing activities undertaken by, or on behalf of, OLG, Resort Casinos and Service Providers including all advertising and promotions initiatives, materials and related communications for every media and channel. This standard reflects current OLG requirements and incorporates the requirements of: Sections 2.1, 2.2, 2.3 (4) and 2.7 of Alcohol and Gaming Commission of Ontario s (AGCO) Registrar s Standards for Gaming, igaming, and cgaming (December 2014) and Alcohol and Gaming Commission of Ontario s (AGCO) Registrar s Standards for Gaming: Lottery Sector (July 2015). Television Bureau of Canada s Telecaster Canada s Gambling Advertising Guidelines the Advertising and Promotions Standard for RG Check - Gaming Venues and RG Check - Internet Gambling. All advertising and marketing activities undertaken by, or on behalf of, OLG, Resort Casinos and Service Providers will comply with all applicable federal, provincial, and local laws and regulations regarding marketing and advertising. In cases where laws or regulations conflict with this standard, the laws and regulations will supersede the Standard. OLG MARKETING AND ADVERTISING STANDARD 2

3 Marketing and advertising should reflect the ethnic diversity of Ontario but must not condone any form of personal discrimination based upon, but not limited to, race, national origin, religion, sex, sexual orientation or age. Marketing and advertising should be consistent with OLG s values of integrity, accountability and respect. 6 SECTION B 1 Marketing and advertising should not be false, misleading or deceptive. 5 Marketing and advertising should not promote irresponsible activities. Reactions from public groups should be considered when evaluating creative (safety, animal activists, addictions and mental health, women s rights, etc.). GUIDING PRINCIPLES for marketing and advertising Marketing and advertising should not portray OLG customers or the general public in a disparaging manner. Marketing and advertising should not target potentially vulnerable persons including minors and self-excluded patrons. OLG MARKETING AND ADVERTISING STANDARD 3

4 SECTION C MINORS AND SELF-EXCLUDED INDIVIDUALS AGCO STANDARD Advertising and marketing materials and communications shall not target underage 1 or self-excluded persons to participate in lottery schemes 2. 1.i. Advertising and marketing materials and communications shall not include underage individuals 3. Gaming, igaming and cgaming only At a minimum, materials and communications shall not: a) be based on themes, or use language, intended to appeal primarily to minors b) appear on billboards or other outdoor displays that are directly adjacent to schools or other primarily youth-oriented locations c) contain cartoon figures, symbols, role models, and/or celebrity/ entertainer endorsers whose primary appeal is to minors d) use individuals who are, or appear to be, minors to promote gambling e) appear in media and venues directed primarily to minors, or where most of the audience is reasonably expected to be minors f) Persons depicted as lottery purchasers or players in lottery advertising should not be, nor appear to be, minors. Lottery only 1 Minors or underage individuals are defined as under the age of 19 for Gaming and igaming, 18 for Lottery and cgaming. 2 Lottery scheme is inclusive of all lines of business and refers to any scheme that has the following three components: a prize; a chance (to win the prize); and consideration or a fee. 3 Direction for Lottery is in clause (f) OLG MARKETING AND ADVERTISING STANDARD 4

5 SECTION D RESPONSIBLE GAMBLING BEHAVIOUR 1 Advertising and marketing materials and communications shall not be misleading. At a minimum, materials and communications shall not: AGCO STANDARD 2.2 a.i) imply that playing a lottery scheme is required for social acceptance, personal success, financial success or resolving economic, social or personal problems Gaming, igaming and cgaming only a.ii) imply that playing a lottery scheme is required in order to fulfill family or social obligations or solve personal problems a.iii) promote playing a lottery scheme as an alternative to employment, as a financial investment, or as a requirement for financial security Lottery only b) contain endorsements by well-known personalities that suggest that playing lottery schemes has contributed to their success c) encourage play as a means of recovering past gambling or other financial losses d.i) be designed so as to make false promises or present winning as the probable outcome Lottery only d.ii) present winning as the most probable outcome, or misrepresent a person s chances of winning a prize Gaming, igaming and cgaming only e) imply that chances of winning increase: the longer one plays the more one spends, or suggest that skill can influence the outcome (for games where skill is not a factor) OLG MARKETING AND ADVERTISING STANDARD 5

6 SECTION D RESPONSIBLE GAMBLING BEHAVIOUR CONTINUED 1 Advertising and marketing materials and communications shall not be misleading. At a minimum, materials and communications shall not: OLG REQUIREMENTS f) imply urgency (i.e. quickly make a decision to gamble to avoid disappointment) g) depict, condone, or encourage problem gambling behaviours (e.g. excessive participation in gambling, preoccupation with gambling or betting, individuals with impaired personal control, the separation of gaming or betting from reality, irresponsible play, or playing beyond one s means) h) depict gambling as indispensable or as taking priority in life, (i.e. over family, friends or professional or educational commitments) i) suggest peer pressure to gamble or disparage abstention from gambling and betting AGCO STANDARD (4) All marketing and advertising materials shall, where effective, contain a responsible gambling message. OLG MARKETING AND ADVERTISING STANDARD 6

7 SECTION E SELF-EXCLUDED INDIVIDUALS AND MARKETING AGCO STANDARD Individuals who have decided to voluntarily self-exclude shall be removed from mailing lists and shall not receive incentives or promotions for any products and services during the period of self-exclusion. OLG MARKETING AND ADVERTISING STANDARD 7

8 SECTION F SOCIAL RESPONSIBILITY OLG REQUIREMENTS Marketing and advertising materials should account for social responsibility considerations. These may include, but are not limited to: 1 Gender Portrayal and Sexual Content a) Marketing and advertising materials should respect the principle of equality of men and women. b) Marketing and advertising materials should not contain nudity, overt sexual activity, promiscuity or sexually lewd or indecent images or language. 2 Humour a) Humour and satire are natural and accepted features of the relationship between individuals and groups within the community. Humourous and satirical treatment of people and groups of people is acceptable provided that, taking into account generally prevailing community standards, the portrayal is not likely to cause widespread offence, hostility, contempt, abuse or ridicule. 3 Alcohol or Drugs a) Association of alcohol and gambling should be avoided. b) Marketing and advertising materials should not include images that depict or suggest that players consume alcohol while they are gambling. c) Marketing and advertising materials containing any reference to alcohol must not be designed to promote the general consumption of alcoholic beverages. As such, alcohol should not be shown in bottles, only in full glasses. d) Advertising campaigns should consider material and/or perceived risk related to co-addictions in the depiction and presentation of alcohol. e) Language or imagery in marketing and advertising materials should not contain reference to drug culture or illegal drugs. 4 Violence a) Marketing and advertising materials should not portray or suggest violence and should not trivialize problems associated with violence. OLG MARKETING AND ADVERTISING STANDARD 8

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